ABOUT TSM :: TSM History
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About TSM
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TSM Properties
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TSM Objectives
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TSM History
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Why TSM
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Team TSM ||
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HISTORY
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The roots of Tiger Sports Marketing can be traced to the erstwhile Guardian Sports, a company promoted in 1994 by Mr Arvind Khanna, a prominent New Delhi-based businessman with a passion for golf. In fact, Arvind Khanna has the distinction of being the All-India Junior champion in 1983, before the pressures of family business denied Indian golf of a very talented player.
Among the various success stories of Guardian Sports was the hosting of the $-500,000 Gadgil Western Masters in 1995, which till date remains the biggest ever sport event in the country in terms of prize money. Guradian Sports was also responsible for taking the rural game of kabaddi to the television by signing a deal with ESPN during the early days of the sports channel in India.
Guradian Sports became Tiger Corporation in 1996 when the focus of the company changed from multi-sports activities to only golf. In 1997, Tiger Corporation entered into a joint venture with the Hong Kong based Asia Sports Group and the new company was called Tiger Sports Marketing.
One of the early successes of TSM was their winning bid of the commercial rights of the Indian professional golf tour. When the Professional Golfers Association of India (PGAI) floated a global tender, TSM defeated some of the biggest multi-national sports management companies to acquire the rights of the Indian Tour.
In 1997, TSM was also able to revive the Masters when we signed a deal with Hero Honda Motors Ltd. The tournament has today become the most eagerly awaited sporting event of the country.
In 1999, TSM parted ways with Asia Sports Group but retained a strategic alliance to help ASG conduct all its events in India.
Thanks to the marketing efforts put in by TSM, the Indian Golf Tour has grown from a total prize money of Rs 1.2 crore in 1996-97 season, to Rs 3.40 crore in the 2005-06 season.
The TSM Marketing team ensures that all our sponsors can leverage the event to the hilt. The huge golfers' database ensures maximum participation by the kind of target segment a sponsor is looking for. We also coordinate with the marketing team of our sponsors so that they can derive the maximum mileage out of the event.
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